Reformation

What Reformation does

Reformation is a Los Angeles-based direct-to-consumer women's fashion brand operating at the intersection of premium apparel and environmental sustainability. The company designs, produces, and sells women's clothing, footwear, and accessories — spanning dresses, tops, denim, sweaters, bridal and occasion wear, and swimwear — through its e-commerce platform serving customers in more than 150 countries and 70 company-owned retail stores across the United States, United Kingdom, Canada, and France. Reformation's product proposition is anchored by RefScale, a third-party verified carbon and water footprint scorecard attached to each product, and a weekly-refreshed curated assortment that the company deploys through its proprietary Retail X store concept.

The business operates on a one-time unit-purchase revenue model with premium pricing ranging from approximately $78 for basic tops to $948 for premium dresses, with no subscription layer. Distribution is almost exclusively owned (e-commerce plus retail), with a recent, limited wholesale partnership with Holt Renfrew in Canada. Underlying operations include LA-based manufacturing alongside vetted factory partners, an AutoStore robotics-based automated storage and retrieval system at its distribution facilities, and an active set of circularity and recycled-materials partnerships (Circulose, Circ, ThredUp, SuperCircle). The brand sustains cultural visibility through celebrity wearers including Taylor Swift, Meghan Markle, and Hailey Bieber, and creator marketing via LTK.

Reformation is majority-owned by private equity firm Permira following a 2024 acquisition, and in June 2026 the company filed a Form S-1 registration statement with the SEC for a proposed IPO on the NYSE under ticker 'REF', with J.P. Morgan and Morgan Stanley as joint lead bookrunning managers. The company has reported over $500M in annual sales, 20 consecutive quarters of double-digit growth, and a 34% CAGR since 2015, and has been carbon neutral since 2015. Headcount is reported in the 1,001-5,000 range and the company continues a measured 1-2 store-per-year retail expansion, including its first Paris flagship in late 2025 and first Vancouver store in April 2025.

Name

Reformation

Legal name

Reformation Inc.

Website

https://thereformation.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Reformation is a Los Angeles-based direct-to-consumer sustainable women's fashion brand selling apparel, footwear, and accessories through e-commerce serving 150+ countries and 70 owned retail stores in the US, UK, Canada, and France, with reported revenue exceeding $500M.

Ownership category

akta.pro rank

Product category

Sustainable Women's Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (4581), Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Special-Occasion & Formalwear Department Stores (CRAGAGAG)

akta.pro secondary industry

Luxury Bridal & Occasionwear (CRAAAFAI)

Keywords

• Sustainable women's fashion
• Direct-to-consumer apparel
• Eco-friendly bridal wear
• Premium sustainable clothing
• Occasion and bridal dresses

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct product sales: Reformation generates revenue through direct sales of women's clothing, accessories, and footwear via its e-commerce platform and retail stores. Products range from casual tops ($78-$98) to premium dresses ($248-$948) and shoes ($248-$348).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Reformation designs, manufactures, and sells sustainable women's clothing, footwear, and accessories directly to consumers through its e-commerce platform and 70 retail stores in the U.S., U.K., Canada, and France. The assortment spans everyday apparel (dresses, tops, denim, sweaters, outerwear, swimwear, sleepwear) alongside a dedicated Bridal Salon for bridal, bridesmaid, wedding-guest, and occasion wear, with items priced from $78 for tops up to $948 for premium dresses.

Product overview

Reformation is a direct-to-consumer sustainable women's fashion brand operating as a single unified platform offering apparel, accessories, and footwear through both e-commerce (serving 150+ countries) and 70 retail stores across the US, UK, Canada, and France. The core product line includes dresses, tops, sweaters, jeans, pants, skirts, shorts, jumpsuits, swimwear, outerwear, and sleepwear, complemented by specialized sub-products such as the Bridal Salon (bridal, bridesmaid, wedding guest, bachelorette, honeymoon collections) and occasion-specific offerings. The brand differentiates through sustainability features including RefScale carbon/water footprint scorecards, circularity initiatives, and partnerships for recycled materials. Notable collaborations include Reformation x Umbro (2026) and The Divorce Collection with Laura Wasser (2026). The company operates its own LA-based manufacturing alongside vetted factory partners, and has deployed AutoStore robotics automation for distribution. Reformation positions itself as a premium sustainable fashion brand, having filed for IPO in 2026 with $500M+ annual revenue and 20 consecutive quarters of double-digit growth.

Differentiator

Problem solved

Functional benefit

Products and services

• Reformation Core Women's Apparel Reformation's core direct-to-consumer women's fashion assortment including dresses, tops, denim, sweaters, pants, skirts, shorts, jumpsuits, two-piece sets, swimwear, outerwear, sleep and loungewear, shoes, bags, and jewelry, available in standard, petites, and extended sizes. Sold to individual consumers through the company's e-commerce platform and 70 retail stores, with prices ranging from $78 to $948.
• Bridal Salon A curated bridal and occasion-wear collection for brides, bridesmaids, wedding guests, and attendees of formal events. Includes bridal dresses, bridesmaid dresses, wedding-guest dresses, bridal occasion shoes, bachelorette outfits, honeymoon attire, and black-tie event wear, available via the Reformation e-commerce site and select retail stores.
• Reformation x Umbro Capsule Collection Limited-edition six-piece capsule collection collaboration between Reformation and British sportswear brand Umbro, featuring tennis-inspired summer apparel. Sold to consumers via the Reformation e-commerce site.
• 95% Recycled Cashmere Collection Sweaters and knitwear made from 95% recycled cashmere, replacing virgin cashmere in Reformation's assortment and reducing the virgin cashmere footprint by 55%. Sold to consumers via the Reformation website and retail stores.
• Courtside Collection Summer 2025 vintage-inspired tennis-core collection featuring linen sets, pleated skirts, and sweaters made from sustainable materials, blending sportswear aesthetics with Reformation's sustainable apparel line. Sold directly to consumers via Reformation channels.
• The Divorce Collection Limited-edition collaboration line with attorney Laura Wasser featuring clothing and accessories themed around post-divorce life, including the 'Dump Him' sweatshirt whose net proceeds support the Harriett Buhai Center for Family Law. Sold directly to consumers via Reformation channels.
• Clare Waight Keller for Reformation Holiday-season capsule collection designed in collaboration with designer Clare Waight Keller, emphasizing environmentally friendly materials and sustainable production practices. Sold directly to consumers via Reformation channels.

Quantifiable outcome

• 20 consecutive quarters of double-digit growth
• +5 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• UmbrominorStrategic or Co-development Partner · 18 June 2026Reformation partnered with British sportswear company Umbro for a limited-edition six-piece capsule collection launching June 22, 2026, representing a sportswear crossover into Reformation's sustainable fashion aesthetic.
• CirccoreStrategic or Co-development Partner · 1 February 2026Reformation joined Circ's Fiber Club initiative alongside Madewell and C&A, working with supply chain partners Lenzing and Linz Textil to scale commercial use of recycled textiles made from 30% recycled polycotton textile waste.
• Eileen FishercoreStrategic or Co-development Partner · 1 January 2025Eileen Fisher partnered with Reformation to decarbonize supply chains as part of broader sustainable fashion industry collaboration efforts.
• Ellen MacArthur FoundationcoreStrategic or Co-development PartnerReformation signed a joint statement spearheaded by the Ellen MacArthur Foundation urging governments to adopt policies that boost resale and repair activities, one of nearly 70 fashion and textile organizations signing the initiative.
• eBayminorStrategic or Co-development PartnereBay joined American Circular Textiles, linking one of the world's largest resale marketplaces to a coalition focused on scaling circular fashion through legislation, standards, and Extended Producer Responsibility initiatives.
• CirculosecoreStrategic or Co-development PartnerCirculose (formerly Renewcell) expanded its brand partnership network to include Reformation among brands including Bestseller, John Lewis, C&A, Filippa K, Faherty, Bobo Choses, and Zero, committing to replace meaningful share of man-made cellulosic fibers with recycled materials.
• Apparel Impact InstitutecoreStrategic or Co-development PartnerEileen Fisher, Reformation, and Everlane partnered with Apparel Impact Institute to co-invest in decarbonization projects at shared textile mills and dye houses, addressing the material-processing stage that accounts for 55% of fashion's greenhouse-gas emissions.
• Element LogiccoreTechnology or IntegrationElement Logic partnered with Reformation to deploy an AutoStore robotics-based automated storage and retrieval system at one of Reformation's facilities, designed to enhance operational efficiency while aligning with Reformation's sustainability mission.
• ThredUpminorChannel Partner/ Reseller/ DistributorReformation partnered with ThredUp for circular fashion practices, with ThredUp's Resale-as-a-Service recirculating items and partnership promoting sustainable fashion practices to ThredUp's customer base.
• LTKcoreGTM or Marketing PartnerLTK partnered with Reformation for brand profiles in its consumer app, joining initial launch brands including Nordstrom, Sephora, Ulta, Abercrombie & Fitch, and Quince to connect directly with consumers and manage creator marketing strategies.
• Holt RenfrewminorChannel Partner/ Reseller/ DistributorReformation has a national partnership with Holt Renfrew, one of Canada's leading luxury department stores, as part of its Canadian retail expansion strategy.

Scale indicators6 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Everlane: Everlane is a DTC sustainable apparel brand offering premium essentials with transparent pricing and ethical sourcing — directly comparable to Reformation's positioning in sustainable women's fashion at similar price points.
• Eileen Fisher: Eileen Fisher is a sustainable women's apparel brand and a Reformation supply-chain decarbonization partner, sharing the premium sustainable womenswear customer and circularity initiatives (Renew take-back program).
• Aritzia: Aritzia is a premium women's fashion DTC and retail brand (now public on NASDAQ as ARTZ) targeting a similar millennial/Gen Z premium female customer with comparable price architecture and own-store retail expansion.
• Allbirds: Allbirds is a sustainable DTC apparel and footwear brand (public as BIRD) with shared premium sustainable positioning, comparable celebrity endorsement strategy, and overlapping female millennial customer base.
• Madewell: Madewell is a premium women's apparel DTC and retail brand (J&J subsidiary) targeting a similar millennial female customer with comparable denim, dress, and occasion wear offerings — also a Circ Fiber Club partner alongside Reformation.
• Reiss: Reiss is a premium British contemporary fashion brand with strong UK and US retail presence, comparable price architecture for dresses and occasion wear, and similar premium female customer targeting.

Broad incumbents

• Patagonia: Patagonia is the incumbent sustainable apparel leader, offering outdoor and casual womenswear with deep environmental credibility — Reformation carries Patagonia as a sub-brand in select categories, validating the adjacency.
• Stella McCartney: Stella McCartney is a luxury sustainable fashion brand with shared third-party verified sustainability metrics and circularity initiatives, operating at a higher price tier in the same category Reformation targets.
• Gap (Athleta): Athleta is Gap Inc.'s premium women's activewear and lifestyle brand pursuing sustainability at scale — a broader incumbent competing for the same premium female consumer's share of wardrobe.

Emerging players

• Amour Vert: Amour Vert is a smaller DTC sustainable women's fashion brand with comparable eco-positioning, made-in-America manufacturing, and transparency on materials — a smaller-scale direct comparable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/reformationx
• YouTubeyoutube.com/channel/UCIvrk8zUN0V9OP6FjEZaLjg
• Facebookfacebook.com/jointhereformation
• Instagraminstagram.com/reformation
• Pinterestpinterest.com/reformation
• LinkedInlinkedin.com/company/reformation

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Reformation